Internal marketing: a review and future research agenda

Fatima Saman Qaisar and Nazlida Muhamad

Asia Pacific Business Review, 2021, vol. 27, issue 2, 267-300

Abstract: Internal marketing is a method of cultivating high-level employee performance. However, the concept is marred with confusion due to the wide range of definitions and consequent implementation challenges. We reviewed the literature on internal marketing published between 1980 and 2020, using a theory, context and method framework. We found that scholars have not paid attention to the utilization of an established framework for construct operationalization. We advocate for the application of self-determination theory as a framework for operationalizing internal marketing. In addition, based on the identified research gaps, we propose several ideas for future research directions.

Date: 2021
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DOI: 10.1080/13602381.2021.1858590

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